Pete the Planner
Age: 32
Brands & Influencers
Goals
- To fastidiously and efficiently locate all the items on his list without returning to an aisle more than once
- To quickly shop without interacting with a lot of people
- To avoid stores with lots of people and long lines even if that means paying more for items
Frustrations
- Unable to find all the items on his list, causing him to travel down aisles more than once or substitute
- Has to reorder shopping lists mentally if items on list are not written according to store layout
- Checkout experience is problematic, as Apple Pay and other forms of digital payments are not always operable/accepted
Bio
Tom heads to the store on a weekly basis, sometimes more depending on needs. He typically shops for items from a handwritten list. Because of his work schedule, he typically grocery shops in the evening hours, avoids stores with long lines and favors those for which he knows the layout. While in store, he's extremely organized and task-oriented, sticking primarily to the list and shopping methodically in each department. When he's unable to locate an item, he attempts to substitute. If his list isn't organized (and aligned with the store layout), he runs the risk of missing an item. While the line moves quickly, he feels exposed as he then must touch various surfaces that have also been touched by others before him.